The women are the new owners of the business, first established in 1929. The floral shop had been located on Broadway since its beginning, but it has moved to 4224 Maray Drive, near East State Street and North Alpine Road.

Leslie and Joley wanted to find a spot that was close enough to the original location and longtime customers, but one that would also be more convenient for new customers and the after-work crowd needing to pick up flowers or gifts for a birthday or anniversary.

Their goal was to move within 5 miles of the original address, and they've found a new spot only about 3 miles away.

They didn't give changing the name a second thought because they wanted move forward with the shop's history intact.

"Customer feedback has been phenomenal," Leslie said. "Everybody has loved it. Everyone's face when they walk in (says), 'Wow, beautiful.'"

Leslie and Joley, who are both 30 and Boylan Catholic High School graduates, took over the business in mid-December and reopened Broadway Florist last month at the new location inside a 5,500-square-foot space that used to be a paint store. They are first-time business owners.

"We both wanted to own our own business," Joley said. "That had always been a goal of ours."

Leslie had done accounting and other business work at Broadway Florist for about five years. She said the previous owner had been looking to sell the business, and she and Joley thought they were young and energetic enough to take on the challenge.

"We both grew up locally and shop locally, so when an opportunity came for a business that was locally owned, it was something we wanted to do," Leslie said. "We wanted to stay local because we like the Rockford area and we support the Rockford community. So owning a business just seemed as if it would fit."

The bulk of the store's business involves weddings, funerals and day-to-day flower purchases that "put smiles on people's faces," Leslie said. The store employs about 12 people, including Brenda West, who has worked at Broadway Florist for nearly 27 years.

West said the move was an emotional one, but she's excited about the future.

"There hasn't been anyone who hasn't liked the change," West said. "There are some feelings (about leaving the old space), but it wasn't really difficult because this is so much nicer and brighter."

The store is open from 7 a.m. to 6 p.m. Monday through Friday; 7 a.m. to 3 p.m. Saturday; and 9 a.m. to 1 p.m. Sunday. It also carries gifts such as candles and candies, and Leslie and Joley plan to expand the gift selection.